Evening? Sure: The Cosmo, a vodka-infused white cake with cranberries and a light lime buttercream.

Main Street's full list runs 185 flavors long, though the fresh-baked offerings change daily, with anywhere from 12 to 40 flavors available.

“One of the biggest kicks is when people come in and look at the case,” said Mr. Nock, 38. “Their eyes just get bigger and bigger.”

Mr. Nock, who bakes from before midnight to morning each workday, grew up on Cleveland's East Side and remembers cooking with his grandmother.

“I started baking as a child,” he said. “To me, it was just natural being in the kitchen.”

Later on, Mr. Nock learned just about every related aspect of the restaurant and hotel business firsthand as he spent time as a busboy, bartender, line cook, waiter and kitchen manager. After two decades in the industry, he went solo in February 2007, opening the cupcake specialty store at the suggestion of his wife, Kimberly Martin.

Main Street Cupcakes now are sold in Nordstrom department stores espresso bars in Beachwood, Columbus, Detroit, Cincinnati and Pittsburgh. PlayhouseSquare has added the cupcakes to its concessions menu, as did the suite services at Quicken Loans Arena. Last July, the Home Shopping Network began offering Main Street Cupcakes flavors and themed collections.

Joseph Joyce, PlayhouseSquare assistant director of retail sales, said the arts organization has been selling Main Street Cupcakes for more than a year, and the response from customers has been excellent.

“People love them,” Mr. Joyce said. “We'll have the standard flavors ... and sometimes, if we can theme them to a show, we'll try to do that. They have a lot of options.”

For all those options, Mr. Nock remains dedicated to his niche.

“If you want a latte, you have to go down the street,” he said. “You don't want to say "no' to a customer, but you also don't want to waver from your focus.”